If your PPC campaign is costing you more money than you’re making, odds are you’re committing some of these common, deadly PPC mistakes.
1. Not Testing—Achieving optimal performance from your PPC campaign is going to require constant attention and tweaking on your part. In other words, PPC isn’t something you just set one time and forget about. You need to test multiple variations of your ads for click through rate, conversion rate, and bounce rate. Constant testing is the only way you’ll discover the most profitable PPC formula for your needs.
2. Writing Generic Ad Copy—Too many companies seem content with mimicking the PPC ads of their competition. While there’s something to be said for using what’s proven to work, there’s also something more to be said for differentiating yourself from the competition. After all, if a searcher sees 3 PPC ads that are the exact same, what motivation do they have to click yours instead of either of the other 2? Set yourself apart with powerful, compelling PPC copy that demands to be clicked.
3. Not Creating Targeted Landing Pages—When someone clicks on your PPC ad, they should be taken to a specific landing page that follows up on the keywords and copy from the PPC ad. Here’s an example: Let’s say you run a bike shop, and someone searches for the phrase “Trek mountain bikes.” Whenever they click on that “Trek mountain bikes” PPC ad of yours, they should be taken to a landing page specifically about your Trek mountain bikes. Do NOT take them to a generic home page filled with a bunch of other junk they don’t care about. That will kill your conversion rate.
4. Missing Out on the Long-Tail—Bidding only on broad keywords will leave you with an empty PPC budget in no time at all. See, not only are broad keywords more expensive to bid on, but they also bring lower quality traffic. Searchers tend to refine their search queries whenever they’re ready to buy a specific product or service. By targeting the long-tail phrases, you’ll attract highly specific searchers who are easier to convert.
5. Avoiding Seasonal Keywords and Copy—Targeting seasonal keywords and using seasonal copy in your PPC adds a layer of intrigue and relevance to your campaign. Offer holiday discounts in your ad copy around the major holidays. Also, if you have certain items that are in high demand at specific times of the year (e.g. sweaters in the winter), make sure you target the relevant keywords during the high season.
Which PPC mistakes would you add to this list? Share them with us in the replies.